Filling the Vioxx void
months, following Merck's recent withdrawal of the leading
arthritis drug, Vioxx. It is expected to raise consumer awareness
of the safety risks of prescription medicines, prompting them to
seek natural alternatives, writes Dominique Patton.
Merck pulled Vioxx, its blockbuster arthritis and pain-reliever drug, off the market on 30 September after a study found that patients were twice as likely to suffer a heart attack or stroke as those taking a placebo. In 2003 the drug made $2.5 billion in sales in the US alone.
The news also raises questions about similar products available to arthritis sufferers, which could see them investigating natural products, often thought to be safer.
"Its clearly a huge boost for glucosamine and all other natural products because people will be looking at alternatives," said Sundeep Aurora, president of the Indian supplier of glucosamine Pharmed Medicare.
Clinical trials have demonstrated both the safety and efficacy of glucosamine, to the extent that in many European markets it is registered as a drug. However Aurora notes that it offers significant advantages over conventional arthritis painkillers such as Vioxx.
"Glucosamine acts in a totally different way by trying to rebuild the cartilage. It helps patients by removing the problem that causes the pain," he told NutraIngredients.com. In addition, consumers can avoid many of the side effects of conventional painkillers.
Glucosamine is already seeing growth of around 10 per cent annually as the population ages and other major risk factors, such as obesity, also increase the number of patients with arthritis.
In the UK alone, more than 7 million adults- 15 per cent of the population - have long-term health problems due to arthritis and related conditions, according to the Arthritis Research Campaign.
Another company already positioned to take advantage of this trend is Gelita, which launched its first consumer health product earlier this year. CH-Alpha, a collagen hydrolysate supplement, has been shown to stimulate collagen production around joints and the reproduction of supportive joint tissues, implying that the compound may be able to reduce degenerative changes in the joint tissue.
The company has recently launched a two-pronged ad campaign, targeting both the general public through consumer press and pharmacists and doctors.
"We are convinced in the growth of this market and so decided to market this ingredient ourselves," Oliver Wolf, communications manager told NutraIngredients.com. The firm has set up a new subsidiary, Gelita Health Products, to tap the rapidly growing joint health market.
"We have seen big interest already," he added. "We also expect to benefit from having a nutraceutical on the market that does not need to a prescription. Doctors are interested in having products that they don't have to prescribe [which is restricted by a budget] but can recommend their patients to buy."
The launch in Germany will be followed by expansion in the US, Austria and Switzerland next year. Whether the withdrawal of Vioxx has a direct effect on the product's success, remains to be seen, but previous experience with HRT alternatives suggests there could be some benefit.
Last year major soy isoflavone producers all reported a surge in sales based on the findings of HRT trials during 2002 and 2003. This interest continues to grow, they report.
But companies should use the Vioxx withdrawal to increase visibility of their products, says Sheldon Baker, senior partner of California-based communications firm the Baker Dillon Group.
"Major manufacturers should have stepped up to the plate and immediately produced an educational campaign through broadcast and print media to inform consumers about the healthy alternatives for inflammation and overall immune function," Baker said in a release.
"The dietary supplement industry has to enhance and increase its marketing efforts to educate consumers about safe natural alternatives to drugs," recommends Baker.
